The role of transformational entrepreneurship in managing a digital platform: the case of Yamamay

Abstract

PurposeTransformational entrepreneurship (TE) is a concept referring to the ability of entrepreneurs to face global challenges, such as the economic crisis, to improve the well-being of the community. Considering the current scenario of COVID-19, the way digital platforms support TE in overcoming a crisis, specifically the economic crisis caused by the pandemic, was analysed.Design/methodology/approachTo achieve the goal, the authors used the case study methodology. The interview was compared for the company analysed stands out due to its use of digital platforms as a tool to increase brand value. The authors conducted a semi-structured, open-ended interview with the entrepreneur and founder of Yamamay, a company operating in the retail sector. The results obtained from validity using the open coding method.FindingsThe main findings show that the implementation of digital platforms supported the entrepreneur in formulating strategic choices that allowed the company to continue offering its services despite the store closures imposed by the pandemic. The whole concept of traditional retail has been and continues to be revised, rationalising it and integrating it with a more omnichannel logic in which digital platforms play a fundamental role.Practical implicationsThis paper provides market participants with useful information regarding the ability of this form of technology to support entrepreneurs in a crisis context. The results could also serve as an example for other retail companies regarding how to manage the consequences of the pandemic.Originality/valueThis contribution represents an extension of the existing literature that deepens the understanding of the relationship between digital platforms and TE in a particular scenario, such as the COVID-19 pandemic. The effect of business decisions on the adoption of digital platforms to meet increasing and changing customer needs has been examined.

Digital platforms and transformational entrepreneurship during the COVID-19 crisis

“…In addition, the findings suggest that as a consequence of the increased usage of digital platforms have entrepreneurs become more interested in artificial intelligence in terms of partnering with other information technology providers and to minimise their risk in terms of the COVID-19 pandemic. Thus, supporting the view asserted by Dicuonzo et al (2022) that transformational entrepreneurship does result from a digital platform that is managed in the right way. Prior research by Dobson et al (2018) focused on transformational entrepreneurship from a developing country and education perspective.…”

“…Transformational entrepreneurship can be difficult to describe as it depends on the context in terms of how it is defined. Dicuonzo, Donofrio, Fusco, and Ranaldo (2022) suggest that transformational entrepreneurship is “the ability of entrepreneurs to face global challenges, such as the economic crisis, to improve the well-being of the community”. It is often used to describe social change that occurs through entrepreneurial and innovation activities that makes a difference to society.…”

A systematic literature review and bibliometric analysis of research on COVID‐19 in strategy journals

“…The topic represents the first cluster when it comes to exploring and understanding the impact COVID‐19 has had on firms' strategies. Academics study the effects of the pandemic and analyse the way companies should react to its consequences despite business closures (Dicuonzo et al, 2022). Many researchers express their feeling entrepreneurship is at the center of the phenomenon.…”

Guest editorial: Digital transformation, strategic management and entrepreneurial process: dynamics, challenges and opportunities

“…The sixth article, “The role of transformational entrepreneurship in managing a digital platform: the case of Yamamay” by Dicuonzo et al (2022), focuses on the role of digital platforms to support transformational entrepreneurship in the current pandemic scenario. The study specifically analyzed the case of Yamamay and its entrepreneur/founder was interviewed.…”